Digital Retail Apps is the company behind SelfPay, the mobile payments technology that alleviates the most overlooked pain point of the in-person payment process: the queue. “We are seeing more and more retailers shift their focus to an app-based payments model, which eliminates the checkout line, as opposed to a tap and pay model,” DRA founder and CEO Wendy MacKinnon Keith said.

“App and pay is much more convenient to the shopper because it saves them time – they don’t have to wait in line to pay,” she explained.

In order to make this work for merchants as well as consumers, Digital Retail Apps has built a platform that integrates directly into the merchant’s POS system, and provides a range of payment methods including all major credit cards, credit card branded debit cards, as well as Apple Pay and PayPal. The platform is available as a white label app for individual merchants, a multi-merchant app for mall operators, as well as licensed and integrated into a current mobile shopping app.

The new capital is the first non-founder, non-friends and family investment in the Toronto-based e-commerce startup. Scott Crist, Texas Ventures CEO, called Digital Retail Apps a leader in the mobile payment space and praised both the company’s IP portfolio and “partnership-based approach (that) brings many parties together to create a consistent shopping flow across retailers, payment processors, and payment types.”